Google announced in an AdWords blog post that the expanded ads, device bidding and responsive display ads have been rolled out to the advertisers across the world.

Expanded Ad Texts

These ad texts are optimized for the screen sizes of the popular smartphones and have two headlines, with 30 characters each, and one long line of description with 80 characters.

Google Makes Expanded Text Ads Live, Separate Device Bidding And Responsive Ads For Display Also Roll Out

Google said, “Our research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad.”

Checkout for the best practices guide for tips and tricks for creating and optimizing expanded ads.

October 26th, 2016 onwards, advertisers will no longer be able to create or edit standard text ads.

Responsive Ads For Display

Advertisers need to provide 25-charcter and 90-character headlines, 90 characters for description, an image and a URL, for Google to design ads that fit beautifully across more than two million apps and websites on the Google Display Network.

Device Specific Bids

“New device bid adjustments allow you to maintain the efficiency of managing a consolidated campaign that reaches consumers across devices while giving you more control to set individual bid adjustments for each device type — mobile devices, computers, and tablets.”


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.